USPS technologies now in use and evolving in the near future are truly world class. The use of these technologies coupled with private sector work sharing programs is resulting in USPS staffing levels coming down to 708,000. This is the same as it was 20 years ago. But today the post office is delivering 65 billion more pieces of mail to 48 million more addresses than two decades ago.

Currently there are two bar code technologies in use to automate the sorting of all classes of mail. Seventy percent of the barcodes are being applied by customers or service bureaus and thirty percent by the post office. They are currently sorting 80% of letter mail to delivery sequence with an obvious goal of 100%. The next generation of an 11-digit barcode, called a 4-state barcode, applied to all mail will improve the reliability of this approach while also further simplifying the universal tracing and tracking of mail from entry to destination, hence, the term “intelligent mail.” This sophisticated sortation coupled with services provided by specialized logistics vendors is encouraging medium volume mailers to mail drop-ship deeper into the USPS system and closer to the ultimate delivery point. This avoids transfer at intermediary postal facilities. Customers realize more predictable delivery dates and postal savings.

Actually the tracking of mail entry and arrival has been available for several years by means of the USPS Confirm Service. Advance delivery information is available on both outbound mail going to customers and incoming hard-copy reply mail for automation compatible first class mail, standard mail, periodicals, and flats. This allows direct mail solicitations to be synchronized with telemarketing or opt-in e-mail broadcasts. Deliver information on invoices allow more efficient staffing of call centers. Embarrassing miscues for such legal notifications such as insurance cancellation or dunning notices might be avoided and thus improve client relations.

Presentations by Confirm Program Manager Marlene Ryan and the Customer Support Center Supervisor Earl Johnson indicated that the USPS Confirm staff spends a good deal of time understanding what the client’s business is and what they are trying to achieve to arrive at realistic expectations and practical tracking objectives. Their success rate is reflected in a 90+% retention rate of customers trying and staying with the Confirm program.

Confirm subscription fees are $2,000 for 3 months and up to 15 million scans, $4,500 annually for up to 50 million scans, and $10,000 annually for unlimited scans. Visit the Confirm website at mailtracking.usps or call 800-238-3150 for additional information.

From a production standpoint the heavy emphasis upon standardized input requirements to drive efficiencies is easy to understand. But the plain vanilla, everything-the-same approach turns creative marketing types off, particularly when you are trying to grab a prospective client’s attention. For package printers, i.e., diecut finishing, there was ample excitement about highly customized mail or irregular-shaped pieces. Lots of samples were passed out and the specifications are pretty simple: the maximum weight is 3.3 ounces and maximum size is 12” by 15.” The job must be entered in the direct delivery unit and must be a minimum of 200 pieces. The rates applied are basic nonletter, regular, N/P Standard with a residual shape surcharge. This surcharge might be avoided if the diecut piece were inserted into a clear envelope. Get your Postal Rep involved early the planning of such a project.

Executive Vice President and Managing Director of Chicago-based advertising agency DRAFT, John Minnic spoke on building the ultimate customer relationships. From the basis of their Behavior Path Marketing™ he suggested that customer’s loyal to a brand was not enough but that you want to move clients to become “hard core brand evangelists.” McDonalds calls these folks their SHUS, Super Heavy Users, that stop buy a McDonalds several times a week if not more than once a day for a meal or a snack.

Consultant Jim Barlow spoke on the prudent practices followed by mailers, printers, and advertisers. He recommended a series of common sense steps to follow in avoiding major problem jobs: (1) written job specifications confirming all verbal requests, (2) use of MFSA trade customs (free at mfsanet.org), (3) use delimited database mail list files, NOT Excel files, (4) copy the furnished working file and verify, (5) QC checklist with signoff, (6) check output/samples to assure USPS compliance, (7) check subcontractors QC processes, and (8) communicate thoroughly with all parties.

While there were no sessions specifically designed to discuss the Postal Reform legislation moving through Congress, there is no doubt that having the Postal Forum in the District of Columbia was a convenient way to let the various postal advocates in attendance have easier logistical access to their elected officials.

As an aid to all customers, but clearly looking to the smaller entities, the USPS is continuing to expand their variety of services and materials available on-line. From stamps on-line to print shipping labels and pay for package services with Click-n-Ship. PMG Potter quipped, “How do you spell convenience? USPS.com!”

USPS’ Chief Marketing Officer Anita Bizzotto emphasized that one of the keys to reaching small businesses will be the local Postal Customer Councils (PCCs). Started in 1961, this group now numbers less than 200 with varying degrees of effectiveness, as some do not meet very often. Bizzotto and her marketing team will be revamping many of their priorities in order to give these entities much more support. For example, the former twice a year NPF gatherings is changing to a spring National Postal Forum, next one in Nashville March 20-23, and a fall “PCC Day.”

Without going into detail of what all the USPS is trying to do to ramp up support for the PCCs, the fact remains that local PCCs will be driven by small business owners that function in their PCC leadership roles as volunteers. While some PCCs have clearly been dynamic and effective in both their networking and training facilitator roles, their success will unfortunately rest on the dynamism of isolated personalities.

To me certain conferences encourage a particular biorhythm. From my printer’s perspective the National Postal Forum shows that it’s not about selling ink on paper. It’s about staying in touch with clients and reaching out to better qualify new customers. It’s about creating value.